如果说电商大战是雷声大、雨点小，让消费者颇感噱头大于实惠的话；那么延续至今的OTA价格战却是真刀真枪，互不相让，从机票到酒店，从国内到国外，从返利到打折，从团购到惠选，形式五花八门，促销力度虽不能说后无来者，但绝对是前无古人。

If the electric business war is thunder/roast,Let the consumer was stunt is greater than the benefits words;Then continue today's OTA price war is in real earnest,Eyeball over,From the ticket to the hotel,From domestic to overseas,From the rebate to discount,From the group purchase to HuiXuan,Form is multifarious,Promotional efforts not to say will never be,But it is unprecedented.

价格战，明知不可为而为之？ Price war,Not knowing that for it?

　　行业整体竞争日趋加剧：

The whole industry competition is intensifying:

　　“在线旅游”成型于2003年，在近10年来持续高速增长下，培育出了携程、艺龙、芒果等各具特色，且长期居于行业领先地位的传统OTA网站。然而，随着去哪儿等垂直搜索引擎出现，以及一部分具备品牌和资金实力的酒店集团对网络直销渠道建设的加强，这使得原有的行业均势被打破，众多OTA必须直面来自直销电商平台的竞争压力。例如锦江国际集团整合自有酒店、旅游、车辆租赁等优质实体产业资源，于4月底正式上线发布了锦江国际集团官方一站式旅行预订网站“锦江旅行+”。

"Online travel"Forming in 2003,In recent 10 years continuous high-speed growth,Ctrip, produced the/Arts dragon/Mango respective characteristics,And long-term industry leading position in the traditional OTA website.however,As where to go and vertical search engine appear,And some have brand and capital strength of the hotel group to network marketing channel construction to strengthen,This makes the original industry balance is broken,Many OTA must face from direct electric business platform competition pressure.For example, jinjiang international group integration own hotel/tourism/Vehicle leasing entity high quality industrial resources,In the end of April official on-line released jinjiang international group official one-stop travel booking website"Jinjiang travel +".

　　营销形式创新模式不断涌现：

Marketing form innovation mode constantly emerging:

　　团购、预付、Last-minute夜销模式、反向竞价等创新性营销模式对原有的各大在线旅游企业造成了一定的冲击。同时，随着网络应用的普遍化，消费者可以不受突破信息分享限制，运用垂直搜索引擎在第一时间对各个网站的同一产品进行比价，从而致使各在线旅游企业为了保持原有的市场份额，而加入到价格战之中。

Group purchase/prepaid/Last - minute night pin mode/Reverse auction and innovative marketing mode on the original each big online travel enterprise caused a certain impact.At the same time,As the network application of generalization,Consumers can not be break through information sharing limit,Using the vertical search engine for each site in the first time of the same product parity,Can cause the online travel enterprise in order to keep the original market share,And to join in a price war.

　　自身发展同质化严重：

Their own development serious homogenization:

　　由于产品同质化现象严重、创新乏力，致使各OTA很难通过产品展示来凸现网站的品牌特色，亦无法完全体现出服务的价值。

Because the product homogeneityphenomenon serious/innovation,Cause all OTA difficult to through the product exhibition to highlights website brand characteristics,Also cannot fully reflect the value of service.

创新发展市场细分势在必行 It is imperative to innovation and development of market segmentation

　　开拓创新，在线旅游的源动力

innovation,Online travel source power

　　短期来看，价格战作为最初级的竞争方式，固然能在短时期内挤占竞争对手的生存空间，完成自我圈地，但从企业长期发展来看，以价格战作为企业的主要竞争手段是行不通的。开拓创新打造新的细分市场，被认为是在线旅游企业脱离“价格战”泥潭的最有效手段。利用新技术推动服务模式、商业模式和营销模式的创新，以满足不断变化的客户需求，在竞争日益激烈的市场中保持核心竞争力已成为在线旅游企业的当务之急。

Short term,Price war as the primary form of competition,Is in a short period of time can occupy rival living space,Complete self enclosure,But from the enterprise long-term development to see,To price war as the company's main competition means is it won't work.Innovation will create new market segment,Considered from the online travel enterprises"Price war"The most effective means of mire.Using new technology to promote service mode/Business model and the innovation of marketing mode,In order to meet changing customer demand,In the increasingly competitive market to maintain core competitiveness has become the urgent matter of the online travel enterprises.

　　创新服务模式，建设信息化平台

Innovation service mode,The construction information platform

　　在线旅游电商作为一种线上服务行业，优质的产品及消费体验才是决定市场份额的根本。同时，当价格战硝烟散去，各在线旅游电商完成各自的跑马圈地后，在线旅游电商前期因价格战而受到的损失必然会逐步转嫁到各上游供应商身上。所以光是价格低，但服务没保障，最终只能陷入恶性循环。因此，加强自身平台信息化建设变得尤为重要，通过资源整合、优化服务流程、创新服务模式、建设统一的CRS信息化预订平台等一系列成本优化手段。

Online travel electric business as a kind of online service industry,The high quality product and consumption experience is decided to the root of the market share.At the same time,When the smoke cleared a price war,The online travel electric quotient finish their horse race after enclosure,Online travel electric business because of the price war and the loss that get will gradually shifting to the upstream suppliers body.So light is low price,But the service not security,Finally only into a vicious circle.therefore,To strengthen their own platform informatization construction is particularly important,Through the resource integration/Optimization service process/Innovation service mode/Construction unified CRS information reservation platform and a series of cost optimization method.

　　以国内知名旅游服务企业锦江国际集团为例，其官方旅游预订平台“锦江旅行+”自上线伊始，就不仅仅满足于成为旅游酒店以及简单的“机票+酒店”度假产品的网上展示和预订平台，更是与锦江国际集团各项线下旅游业务的网络接口，包括国内、出境、入境等旅游服务业都可以利用此网络平台分步骤、有计划地实现实时在线的产品发布与预订、客户服务与信息交互。

With domestic famous tourism service enterprise jinjiang international group as an example,Its official travelling reservation platform"Jinjiang travel +"Since the online at the beginning of the,Is not content to become a tourist hotels and simple"Ticket + hotel"Holiday of online product display and reservation platform,More with jinjiang international group the offline tourism business network interface,Including domestic/exit/The entry tourism services can use this network platform step/In a planned way to realize real-time online product launch and reservation/Customer service and information interaction.

　　细分商业模式，重视用户体验

Segmentation business model,Attaches great importance to the user experience

　　展望中国在线旅游市场的未来前景，少数在线旅游领先企业在品牌、渠道、产品资源等诸多方面的优势为所有的后来者都树立了强大的竞争壁垒，唯有商业模式或技术应用方面的创新才有可能取得突破。芒果网旗下的青芒果通过大力发展预付模式，建立起行业第一的经济型酒店预订业务；携程牵手太美进军高端旅游，在今年初试啼声；途牛、驴妈妈主打用户生成内容+运营，也在行业中自成一格。

China's online travel market prospect of future prospects,A few online travel leading enterprise in the brand/channel/Product resources advantages of many aspects, such as for all the successor to establish a powerful competition barriers,Only business model or the technical application of innovation just possible that the breakthrough could be achieved.Mango network's green mango by devoting major efforts to developing advanced mode,Set up the first industry of economy hotel reservation business;Ctrip in hand too beautiful to high-end tourism,In this first try cry;Way cattle/The donkey mother main user generated content + operation,In the industry also innovative.

　　随着旅游在线市场发展的日趋成熟，消费者个性化的需求将不断涌现，未来更多喜欢旅游的用户会把个性化用户体验看得比价格更为重要。因此在线旅游网站若要谋求长久，必须创新发展，具备自己核心的资源和独特的营销方式，进而通过最有特色和竞争力的产品，进一步加强自身信息化平台的建设，确立在细分市场上领导者地位，只有这样才能真正留住消费者，并推动网站的可持续发展。

With the development of tourism online market increasingly mature,Consumer personalized demand will continuously emerging,The future more like to travel user will see the individual user experience is more important than price.So if online travel website for long,Must innovation development,With their core resources and unique marketing methods,And then through the most characteristic and competitive products,To further strengthen the construction of information platform for itself,Established in the subdivision market leader,Only in this way can we truly keep consumers,And promote the sustainable development of the site.